Healthy Skepticism Library item: 6030

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Harvey K, Black F.
Prescribing rationally, not fashionably
Essential Drugs Monitor 1994

Abstract:

A teaching module centred around a video tape has been developed to teach doctors about the interaction between themselves and sales representatives. The video is divided into two segments. The first role plays the interaction between a pharmaceutical representative and a passive, uncritical junior doctor. The second part provides some facts and figures about the influence of pharmaceutical promotion on physician prescribing behaviour. The role play is repeated but this time the doctor takes a much more critical approach.

Keywords:
*educational intervention/*analysis/*videotape/Australia/sales representatives/influence techniques/quality of information/doctors/EDUCATING ABOUT PROMOTION: HEALTH PROFESSIONALS/EVALUATION OF PROMOTION: CRITICAL APPRAISAL TECHNIQUES/EVALUATION OF PROMOTION: DETAILING/EVALUATION OF PROMOTION: INFLUENCE TECHNIQUES